Icon/
Icon wanted to develop the bespoke design side of their office screen making business, so they could command better prices. We created a brand and website to help them do so, without losing the office furniture clients that provided them with lots of business.
Where they were/
Icon manufactured bespoke office screens, largely for office furniture manufacturers, who would rebrand the furniture and sell it as their own. Whilst this was good business, it meant that Icon were giving away their design consultancy for very little money. And having no consumer-facing brand, they couldn’t command the price they deserved for their design skills. The challenge was to build a brand that would be specified by architects and designers but still remain a great option for their existing office furniture clients.
Where we took them/
We recommended that Icon rethink how they packaged their products, so they could appeal to different buyer motivations and charge accordingly for each service. That meant offering an off-the-shelf range, a made to fit range and a completely bespoke service. Having established this system we positioned them as the ideal partners for designers. Across literature and a new website we communicated that they were ‘Screen Tailors’ who understood the role that screens played in workplace design and how they loved working with designers.
